EPrints Repository UNTIRTAPENGARUH LIVE STREAMING DAN BRAND IMAGE TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH PRICE DISCOUNT (Pengguna Online Shopping Aplikasi Tokopedia)IvanRamadhanauthorThis study aims to analyze the effect of live streaming and brand image on purchase decision with price discount as a moderating variable. This study uses a quantitative approach with a survey method. Data were collected through the distribution of questionnaires to respondents who had made product purchases through the Tokopedia platform. The sampling technique used was purposive sampling, with a total of 140 respondents. The data analysis method used was Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS software. The results of the study show that live streaming, brand image, and price discount have a positive and significant effect. The results of the moderation effect test show that price discount is able to moderate by strengthening the relationship between live streaming and purchase decision, and price discount is proven to play a moderating variable that weakens the relationship between brand image and purchase decision.H Social Sciences (General)HB Economic Theory2026UNIVERSITAS SULTAN AGENG TIRTAYASA;MANAJEMENThesis

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